Journal Article

Marketing the Postcolonial Exotic Texts

Alrawashdeh, Abeer Aser

2022

Overview

This study highlights the status of postcolonial writers in the market, providing analysis with detailed accounts of postcolonial authors' global trade in literature, as well as the role of media and market of the literary texts. The study will also discuss the response of these postcolonial writers to their reception, and how they actually parade their exotic works to worldwide audiences within a global marketplace. In particular, the study will examine the marketability of Arab and South Asian postcolonial texts in the Western marketplace, focusing on the relationship between the postcolonial texts and the international marketplace including the publication and reception of these literary texts. Further, the analysis will shed the light on the role of translation into English language in increasingly promoting a global reach, especially concerning the Arabic texts and the South Asian fiction written in English. The research will trace the works of two authors who attracted international attention; the bestselling Egyptian writer Alaa Al Aswany, in his novel The Yacoubian Building (2002), and the Kashmiri author Mirza Waheed in his novel The Collaborator (2011), describing the exoticist elements in Arab and South Asian writings and how they are marketed and distributed for Western audiences. In these texts, the focus will be on the commercial dynamics of postcolonial texts, in addition to the role of translation in marketing these exotic texts. Finally, the study will mainly depend on the influential ideas of Graham Huggan in his book The Postcolonial Exotic: Marketing The Margins (2001) to study the reasons for why these postcolonial novels have become fashionable and have acquired an increasingly commodified status.\"

• Publisher: جامعة مؤتة
• Subject: التجارة العالمية / السوق الدولية / الكتابة العربية / النصوص الأدبية